Single-page or Multi-page Checkout - Which is better?

The debate around the right checkout UX rages on.

In this week’s newsletter, we take the doubts out, one point at a time.

1. If you sell products with longer life-cycles: ✅ Multi-page checkout

Think home appliances that require up-front installation or handling requests.

Or, high-end electronics that naturally include specifications & warranties for a final review before payment.

Pro Tip: Use that progress bar and make sure it is color coded to convey completed steps successfully!

2. But if you’re catering to repeat customers: ✌ Single page checkout

Especially with an intelligent, accordion style sectional layout where you ask for permissions around pre-filled info like shipping address, contact info etc.

What to include: The ability to edit their order summary in real-time without having to hit the back button—otherwise the single page checkout serves no purpose!

3. If you sell small ticket items: ✌ Single page checkout

In this case, many of your buyers would be impulse shoppers who’d complete the purchase only with the least friction.

Pro Tip: Autofill info like shipping address, name and contact details to reduce effort considerably.

4. But if you’re targeting first-time visitors: ✅ Multi-page checkout

Since this is about ramping up on zero-party data for later purchases and to grow your email list, stick to one spread per page and don’t go beyond 2 pages.

What to include: Trust badges & security signals to fight the tendency of shoppers to drop off.

5. If you have an international presence: ✅ Multi-page checkout

In this case, break down your multi-page checkout format into:

Page 1: For location picking & shipping info

Page 2: For edits, review & country-specific guidelines around size, delivery etc.

Page 3: For payment terms & all available financing options

Page 4: For a final review & order confirmation

Pro Tip: Include important resource links (like fit guides, returns conditions based on location) on each of the pages to avoid back & forth.

6. But if you’re playing in a competitive niche: ✌ Single page checkout

Think fashion, beauty and makeup, where shoppers might as well buy from a brand that hands them over a faster and easier checkout.

What to include: More or less the same sections you’d feature in a multi-page format, but with lesser form fields and divided into a distinct visual flow.

7. If you’re running a limited time offer: ✌ Single page checkout

This is especially true for when you run a flash sale or featuring a sitewide discount when other competitors are also drawing shoppers with free shipping or free gift nudges.

Pro Tip: Reiterate the offer again on the checkout page and ensure you maintain a countdown timer here as the last push!

8. But if you’re targeting a less tech-savvy audience: ✅ Multi-page checkout

The likelihood of this increases if you run a super-local eCommerce store, or even if a brand is running its closure sale or year’s biggest annual discount.

In this case, a multi-page checkout can help you position last-minute add-ons and display important policies around protection, warranties and returns.

What to include: A high-contrast driven UI that helps them see sections, fields and buttons super clearly to avoid missteps or errors, which could lead to frustration.

9. If you sell luxury items with complex payment options: ✅ Multi-page checkout

To generate a more premium, guided multi-page checkout in such cases would naturally mean lesser cart abandonment rates.

Pro Tip: Use short microcopy to state how each payment option works & how it would be beneficial.

10. But if you’re optimizing for mobile: ✌ Single page checkout

Keep in mind, however, that despite a single page layout, the spread may run for multiple scrolls simply because of the high-ticket nature of the purchase.

What to include: Real-time validation for errors to be spotted on-the-go instead of at the end!

11. If you’re pushing simple subscription options: ✌ Single page checkout

Think limited quantity options to be renewed over specific time periods, with a clear discounting structure available on the product page. This also works better for well-established subscription brands.

Pro Tip: Use dynamic order updates if shoppers choose multiple subscriptions or want to switch to a different quantity / renewal period option.

12. But if your model requires more conditions: ✅ Multi-page checkout

This might be about subscriptions to curated luxury offerings that can be customized or featuring multiple plans & tiers.

What to include: Microcopy that clearly specifies what each tier / plan type contains—designing this into sub-accordions into a single section with only required fields can avoid complication.

13. If you’re selling medical or regulated products: ✅ Multi-page checkout

Think medical equipment or specialty foods for medical conditions—requiring elements like age verification, prescription verification etc. to authorize the purchase.

What to include: Screens that explicitly gather informed consent related to the verification and the purchase.

14. But if you’re targeting subscription renewals: ✌ Single page checkout

This also applies for healthcare providers making bulk purchases, whose details can be verified more quickly. Or even products that require less regulatory verifications.

Pro Tip: Use explicit checkboxes for the terms and conditions you want to verify and avoid bundled terms that shoppers can overlook!